"Mobile advertising as a whole is just fairly crappy," said Sebastian Tomich, The New York Times senior VP of advertising and innovation.
Mr. Tomich isn't saying anything controversial. Most people seem to agree that those thin horizontal banners pinned to the bottom of publishers' mobile sites haven't won many fans. Neither have the full-screen interstitial ads that can overtake a smartphone's screen while swiping between articles on many publishers' mobile sites, including the Times'. So the Times is doing away with them.
"We're retiring at some point late this summer -- maybe early fall when we can run the last one that's already been sold -- we're retiring mobile interstitials. We're trying to move to a place where the less desirable mobile ad units, where we actually free our experience of them," said New York Times Chief Revenue Officer Meredith Levien.
In place of the interruptive mobile ads, the Times is adopting a mobile ad format that's akin to Facebook's and Twitter's in-feed mobile ads.
Understanding what programmatic is and being able to identify its various forms (including Programmatic Guaranteed, Preferred Deals, Private Marketplace, Open Exchange) provides the basis to focus on one of the more complex kinds of programmatic, real-time bidding.
According to a survey by AdExchanger, 61% of programmatic budgets are spent on open exchanges utilizing RTB. Accounting for such a significant portion of ad impressions, RTB attracts many of the top industry players. So what is RTB?
Article from Gamut Media
Mobile advertising is getting traction and is becoming an integral part of today’s marketing mix. But it is still a very tough job for mobile publishers and mobile developers to monetize their inventory - especially when it comes to non direct sold inventory. The usual approach to overcome this crucial problem is to work with several ad networks specialized in mobile advertising.
Unfortunately, most mobile ad networks are not capable to monetize each single page impression or tend to serve low eCPM run-of-network-advertisements. To react to this challenge, some publishers chain several ad networks together and form so called daisy chains, which cause higher ad server latencies and might lower the overall user experience.
Furthermore the number of mobile ad networks is growing but their performances differ significantly. It is a time consuming and expensive task to find out which mobile ad networks deliver the highest eCPMs and fill rates for a specific inventory, especially when there are limited resources for a professional ad-ops team. This white paper describes essential challenges for mobile publishers and mobile developers to monetize their whole inventory.
Over the past couple of years, audience marketing, particularly across social and display, has been revolutionized by the real-time bidding (RTB) auction, where ads are sold based on the audience data available to the advertiser at the moment the impression is served.
Programmatic ad buying can be categorized in two ways: Is the inventory reserved or unreserved? And is the pricing fixed or auction-based?
Article from Marketing Land